s mbs 0703728 table of content
DAFTAR ISI
ABSTRAK ................................................................................................................... i
ABSTRACT ................................................................................................................. ii
KATA PENGANTAR ................................................................................................ iii
UCAPAN TERIMA KASIH ..................................................................................... iv
DAFTAR ISI .............................................................................................................. x
DAFTAR TABEL ....................................................................................................... xiv
DAFTAR GAMBAR................................................................................................... xvi
DAFTAR LAMPIRAN ............................................................................................... xix
BAB I PENDAHULUAN .......................................................................................
1
1.1 Latar Belakang Penelitian ............................................................................................
1
1.2 Identifikasi Masalah ................................................................................................ 15
1.3 Rumusan Masalah .........................................................................................................
16
1.4 Tujuan Penelitian .......................................................................................................16
1.5 Kegunaan Penelitian ................................................................................................17
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN HIPOTESIS . 18
2.1 Kajian Pustaka ..........................................................................................................18
2.1.1 Pemasaran (Marketing) .....................................................................................18
2.1.1.1 Pengertian Pemasaran (Marketing) .......................................................18
2.1.1.2 Bauran Pemasaran (Marketing Mix) .....................................................20
2.1.2 Unique Selling Poposition Bagian dari Strategi Advertising ............................23
2.1.2.1 Pengertian Periklanan (Advertising) .....................................................28
2.1.2.2 Tujuan Periklanan .................................................................................30
2.1.2.3 Tipe-tipe Periklanan ..............................................................................34
2.1.2.4 Strategi Periklanan ................................................................................36
2.1.2.5 Definisi Unique Selling Proposition .....................................................38
2.1.2.6 Dimensi Unique Selling Proposition .....................................................40
2.1.3 Keputusan Pembelian .......................................................................................47
2.1.3.1 Definisi Keputusan Pembelian ..............................................................47
2.1.3.2 Dimensi Keputusan Pembelian .............................................................49
2.1.3.3 Faktor-faktor yang Mempengaruhi Perilaku Konsumen .......................52
Irfina Murbarantri, 2012
Pengaruh unique Selling Proposition terhadap Keputusan Pembelian (survei pada konsumen restoran bebek garang
cabang braga dan bebek van java cabang lombok Kota Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu
2.1.3.4 Proses Pengambilan Keputusan Pembelian ...........................................57
2.1.3.5 Tahap-tahap Pengambilan Keputusan Pembelian ................................59
2.1.4 Pengaruh Unique Selling Proposition terhadap Keputusan Pembelian ............60
2.1.5 Orisinalitas Penelitian .......................................................................................64
2.2 Kerangka Pemikiran ................................................................................................67
2.3 Hipotesis ................................................................................................................................
75
BAB III OBJEK DAN METODE PENELITIAN............................................... 76
3.1 Objek Penelitian.............................................................................................................................
76
3.2 Metode Penelitian ..........................................................................................................................
77
3.2.1 Jenis Penelitian dan Metode yang Digunakan ................................................................
77
3.2.2 Operasionalisasi Variabel ................................................................................................
78
3.2.3 Jenis dan Sumber Data ................................................................................................
82
3.2.4 Populasi, Sampel dan Teknik Sampel ................................................................
84
3.2.4.1 Populasi.......................................................................................... 84
3.2.4.2 Sampel ........................................................................................... 86
3.2.4.3Teknik Sampling ............................................................................. 89
3.2.5 Teknik Pengumpulan Data ................................................................................................
93
3.2.6 Hasil Pengujian Validitas dan Reliabilitas .................................................. . 94
3.2.6.1 Hasil Pengujian Validitas ....................................................................95
3.2.6.2 Hasil Pengujian Reliabilitas................................................................99
3.2.7 Teknik Analisis Data ........................................................................................102
3.2.7.1 Analisis Deskriptif ...............................................................................103
3.2.7.2 Analisis Verivikatif Menggunakan Path Analysis ...............................105
3.2.8 Pengujian Hipotesis ..........................................................................................110
BAB IV HASIL PENELITIAN DAN PEMBAHASAN .............................................113
4.1 Profil Perusahaan dan Konsumen Restoran Bebek Garang dan Bebek Van
Java ................................................................................................................................
113
4.1.1 Profil Perusahaan Restoran Bebek Garang................................................................
113
4.1.1.1 Visi, Misi dan Identitas Restoran Bebek Garang................................114
………
4.1.1.2 Sejarah Singkat Restoran Bebek Garang ................................................................
115
………
4.1.1.3 Produk dan Jasa yang Ditawarkan Restoran Bebek Garang ................................
116
4.1.1.4 Pelaksanaan Unique Selling Proposition Restoran Bebek
Irfina Murbarantri, 2012
Pengaruh unique Selling Proposition terhadap Keputusan Pembelian (survei pada konsumen restoran bebek garang
cabang braga dan bebek van java cabang lombok Kota Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu
Garang ................................................................................................117
………
4.1.2 Profil Perusahaan Restoran Bebek Van Java................................................................
118
4.1.2.1 Visi, Misi dan Identitas Restoran Bebek Van Java ................................
118
4.1.2.2 Sejarah Singkat Restoran Bebek Van Java ..............................................................
119
4.1.2.3 Produk dan Jasa yang Ditawarkan Restoran Bebek Van Java ................................
120
4.1.2.4 Pelaksanaan Unique Selling Proposition Restoran Bebek Van ...............................
Java ...........................................................................................................................
122
4.1.3 Profil Konsumen Restoran Bebek Garang dan Bebek Van Java ................................
123
4.1.3.1 Profil Berdasarkan Nama Restoran Bebek Garang yang
Dikunjungi ................................................................................................
123
4.1.3.2 Profil Konsumen Restoran Bebek Berdasarkan Usia dan Jenis
Kelamin ................................................................................................
124
4.1.3.3 Pendidikan Terakhir yang Ditempuh dan Pekerjaan Dikaitkan
dengan Nama Restoran Bebek ................................................................
126
4.1.3.4 Pekerjaan dan Penghasilan Dikaitkan dengan Nama Restoran
Bebek ................................................................................................128
4.1.3.5 Pekerjaan dan Uang Saku Dikaitkan dengan Nama Restoran .................
129
4.1.3.6 Pengalaman Lama Menjadi Konsumen Restoran Bebek ................................
131
4.1.3.7 Pengalaman Konsumen Mengenai Menu Favorit dari Restoran
Bebek ................................................................................................ 132
4.1.3.8 Alasan Menjadi Konsumen Restoran Bebek ..........................................................
134
4.2 Tanggapan Konsumen Restoran Bebek Garang dan Bebek Van Java terhadap
Pelaksanaan Unique Selling Proposition................................................................ 136
4.2.1 Dimensi Quality ................................................................................................
138
4.2.2 Dimensi Range of Product ................................................................................................
141
145
4.2.3 Dimensi Image ................................................................................................
4.2.4 Dimensi Covenience ................................................................................................
148
4.2.5 Dimensi Gimmick ................................................................................................
150
4.2.5 Rekapitulasi Indikator Unique Selling Proposition ................................ 152
4.3 Tanggapan Konsumen Restoran Bebek Garang dan Bebek Van Java atas
Keputusan Pembelian ................................................................................................
155
4.3.1 Dimensi Physical Features ................................................................................................
156
4.3.2 Dimensi Social Features ................................................................................................
160
Irfina Murbarantri, 2012
Pengaruh unique Selling Proposition terhadap Keputusan Pembelian (survei pada konsumen restoran bebek garang
cabang braga dan bebek van java cabang lombok Kota Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu
………
4.3.3 Dimensi Time ................................................................................................ 163
4.3.4 Dimensi Task Features ................................................................................................
165
4.3.5 Dimensi Current Condition ................................................................................................
168
4.3.4 Rekapitulasi Indikator Keputusan Pembelian ................................................................
171
4.4 Pengaruh Unique Selling Proposition terhadap Keputusan Pembelian ................................
173
4.4.1 Pengaruh Unique Selling Proposition terhadap Keputusan Pembelian
Secara Simultan ................................................................................................
173
4.4.2 Pengaruh Unique Selling Proposition terhadap Keputusan Pembelian
Secara Parsial ................................................................................................174
4.5 Implikasi Hasil Penelitian ................................................................................................
181
4.5.1 Temuan Penelitian Bersifat Teoritis ................................................................181
4.5.2 Temuan Penelitian Bersifat Empiris................................................................182
4.6 Implikasi Hasil Temuan Penelitian Unique Selling Proposition terhadap
Pengembangan Pendidikan Manajemen Bisnis ................................................................
185
BAB V KESIMPULAN DAN REKOMENDASI
191
5.1 Kesimpulan ................................................................................................................191
5.2 Rekomendasi..............................................................................................................193
195
DAFTAR PUSTAKA.......................................................................................................
LAMPIRAN
Irfina Murbarantri, 2012
Pengaruh unique Selling Proposition terhadap Keputusan Pembelian (survei pada konsumen restoran bebek garang
cabang braga dan bebek van java cabang lombok Kota Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu
ABSTRAK ................................................................................................................... i
ABSTRACT ................................................................................................................. ii
KATA PENGANTAR ................................................................................................ iii
UCAPAN TERIMA KASIH ..................................................................................... iv
DAFTAR ISI .............................................................................................................. x
DAFTAR TABEL ....................................................................................................... xiv
DAFTAR GAMBAR................................................................................................... xvi
DAFTAR LAMPIRAN ............................................................................................... xix
BAB I PENDAHULUAN .......................................................................................
1
1.1 Latar Belakang Penelitian ............................................................................................
1
1.2 Identifikasi Masalah ................................................................................................ 15
1.3 Rumusan Masalah .........................................................................................................
16
1.4 Tujuan Penelitian .......................................................................................................16
1.5 Kegunaan Penelitian ................................................................................................17
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN HIPOTESIS . 18
2.1 Kajian Pustaka ..........................................................................................................18
2.1.1 Pemasaran (Marketing) .....................................................................................18
2.1.1.1 Pengertian Pemasaran (Marketing) .......................................................18
2.1.1.2 Bauran Pemasaran (Marketing Mix) .....................................................20
2.1.2 Unique Selling Poposition Bagian dari Strategi Advertising ............................23
2.1.2.1 Pengertian Periklanan (Advertising) .....................................................28
2.1.2.2 Tujuan Periklanan .................................................................................30
2.1.2.3 Tipe-tipe Periklanan ..............................................................................34
2.1.2.4 Strategi Periklanan ................................................................................36
2.1.2.5 Definisi Unique Selling Proposition .....................................................38
2.1.2.6 Dimensi Unique Selling Proposition .....................................................40
2.1.3 Keputusan Pembelian .......................................................................................47
2.1.3.1 Definisi Keputusan Pembelian ..............................................................47
2.1.3.2 Dimensi Keputusan Pembelian .............................................................49
2.1.3.3 Faktor-faktor yang Mempengaruhi Perilaku Konsumen .......................52
Irfina Murbarantri, 2012
Pengaruh unique Selling Proposition terhadap Keputusan Pembelian (survei pada konsumen restoran bebek garang
cabang braga dan bebek van java cabang lombok Kota Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu
2.1.3.4 Proses Pengambilan Keputusan Pembelian ...........................................57
2.1.3.5 Tahap-tahap Pengambilan Keputusan Pembelian ................................59
2.1.4 Pengaruh Unique Selling Proposition terhadap Keputusan Pembelian ............60
2.1.5 Orisinalitas Penelitian .......................................................................................64
2.2 Kerangka Pemikiran ................................................................................................67
2.3 Hipotesis ................................................................................................................................
75
BAB III OBJEK DAN METODE PENELITIAN............................................... 76
3.1 Objek Penelitian.............................................................................................................................
76
3.2 Metode Penelitian ..........................................................................................................................
77
3.2.1 Jenis Penelitian dan Metode yang Digunakan ................................................................
77
3.2.2 Operasionalisasi Variabel ................................................................................................
78
3.2.3 Jenis dan Sumber Data ................................................................................................
82
3.2.4 Populasi, Sampel dan Teknik Sampel ................................................................
84
3.2.4.1 Populasi.......................................................................................... 84
3.2.4.2 Sampel ........................................................................................... 86
3.2.4.3Teknik Sampling ............................................................................. 89
3.2.5 Teknik Pengumpulan Data ................................................................................................
93
3.2.6 Hasil Pengujian Validitas dan Reliabilitas .................................................. . 94
3.2.6.1 Hasil Pengujian Validitas ....................................................................95
3.2.6.2 Hasil Pengujian Reliabilitas................................................................99
3.2.7 Teknik Analisis Data ........................................................................................102
3.2.7.1 Analisis Deskriptif ...............................................................................103
3.2.7.2 Analisis Verivikatif Menggunakan Path Analysis ...............................105
3.2.8 Pengujian Hipotesis ..........................................................................................110
BAB IV HASIL PENELITIAN DAN PEMBAHASAN .............................................113
4.1 Profil Perusahaan dan Konsumen Restoran Bebek Garang dan Bebek Van
Java ................................................................................................................................
113
4.1.1 Profil Perusahaan Restoran Bebek Garang................................................................
113
4.1.1.1 Visi, Misi dan Identitas Restoran Bebek Garang................................114
………
4.1.1.2 Sejarah Singkat Restoran Bebek Garang ................................................................
115
………
4.1.1.3 Produk dan Jasa yang Ditawarkan Restoran Bebek Garang ................................
116
4.1.1.4 Pelaksanaan Unique Selling Proposition Restoran Bebek
Irfina Murbarantri, 2012
Pengaruh unique Selling Proposition terhadap Keputusan Pembelian (survei pada konsumen restoran bebek garang
cabang braga dan bebek van java cabang lombok Kota Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu
Garang ................................................................................................117
………
4.1.2 Profil Perusahaan Restoran Bebek Van Java................................................................
118
4.1.2.1 Visi, Misi dan Identitas Restoran Bebek Van Java ................................
118
4.1.2.2 Sejarah Singkat Restoran Bebek Van Java ..............................................................
119
4.1.2.3 Produk dan Jasa yang Ditawarkan Restoran Bebek Van Java ................................
120
4.1.2.4 Pelaksanaan Unique Selling Proposition Restoran Bebek Van ...............................
Java ...........................................................................................................................
122
4.1.3 Profil Konsumen Restoran Bebek Garang dan Bebek Van Java ................................
123
4.1.3.1 Profil Berdasarkan Nama Restoran Bebek Garang yang
Dikunjungi ................................................................................................
123
4.1.3.2 Profil Konsumen Restoran Bebek Berdasarkan Usia dan Jenis
Kelamin ................................................................................................
124
4.1.3.3 Pendidikan Terakhir yang Ditempuh dan Pekerjaan Dikaitkan
dengan Nama Restoran Bebek ................................................................
126
4.1.3.4 Pekerjaan dan Penghasilan Dikaitkan dengan Nama Restoran
Bebek ................................................................................................128
4.1.3.5 Pekerjaan dan Uang Saku Dikaitkan dengan Nama Restoran .................
129
4.1.3.6 Pengalaman Lama Menjadi Konsumen Restoran Bebek ................................
131
4.1.3.7 Pengalaman Konsumen Mengenai Menu Favorit dari Restoran
Bebek ................................................................................................ 132
4.1.3.8 Alasan Menjadi Konsumen Restoran Bebek ..........................................................
134
4.2 Tanggapan Konsumen Restoran Bebek Garang dan Bebek Van Java terhadap
Pelaksanaan Unique Selling Proposition................................................................ 136
4.2.1 Dimensi Quality ................................................................................................
138
4.2.2 Dimensi Range of Product ................................................................................................
141
145
4.2.3 Dimensi Image ................................................................................................
4.2.4 Dimensi Covenience ................................................................................................
148
4.2.5 Dimensi Gimmick ................................................................................................
150
4.2.5 Rekapitulasi Indikator Unique Selling Proposition ................................ 152
4.3 Tanggapan Konsumen Restoran Bebek Garang dan Bebek Van Java atas
Keputusan Pembelian ................................................................................................
155
4.3.1 Dimensi Physical Features ................................................................................................
156
4.3.2 Dimensi Social Features ................................................................................................
160
Irfina Murbarantri, 2012
Pengaruh unique Selling Proposition terhadap Keputusan Pembelian (survei pada konsumen restoran bebek garang
cabang braga dan bebek van java cabang lombok Kota Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu
………
4.3.3 Dimensi Time ................................................................................................ 163
4.3.4 Dimensi Task Features ................................................................................................
165
4.3.5 Dimensi Current Condition ................................................................................................
168
4.3.4 Rekapitulasi Indikator Keputusan Pembelian ................................................................
171
4.4 Pengaruh Unique Selling Proposition terhadap Keputusan Pembelian ................................
173
4.4.1 Pengaruh Unique Selling Proposition terhadap Keputusan Pembelian
Secara Simultan ................................................................................................
173
4.4.2 Pengaruh Unique Selling Proposition terhadap Keputusan Pembelian
Secara Parsial ................................................................................................174
4.5 Implikasi Hasil Penelitian ................................................................................................
181
4.5.1 Temuan Penelitian Bersifat Teoritis ................................................................181
4.5.2 Temuan Penelitian Bersifat Empiris................................................................182
4.6 Implikasi Hasil Temuan Penelitian Unique Selling Proposition terhadap
Pengembangan Pendidikan Manajemen Bisnis ................................................................
185
BAB V KESIMPULAN DAN REKOMENDASI
191
5.1 Kesimpulan ................................................................................................................191
5.2 Rekomendasi..............................................................................................................193
195
DAFTAR PUSTAKA.......................................................................................................
LAMPIRAN
Irfina Murbarantri, 2012
Pengaruh unique Selling Proposition terhadap Keputusan Pembelian (survei pada konsumen restoran bebek garang
cabang braga dan bebek van java cabang lombok Kota Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu